The Challenge of Food Allergies
For individuals with food allergies, shopping and cooking can be a daunting task. Kerry Clayton, who is gluten-free, citrus-free, and tomato-free, faces this challenge head-on. In addition to her own dietary requirements, her 10-year-old son is milk and wheat-free. The family visits several shops per week to find the best free-from options, cooks adaptable meals, and bakes cakes and cookies from scratch.
The Rise of Less Processed Foods
When M&S launched its "Only" range with products containing six or fewer ingredients, Ms. Clayton described it as "a dream." Despite the higher prices, she believes it is worth it for those with allergies. The range includes products such as corn flakes with only one ingredient, which costs £2.50 for a 325g box. This is significantly more expensive than the standard type, which costs 90p for 500g.
The Debate About Ultra-Processed Foods
There is ongoing debate about how to classify ultra-processed foods. Some argue that all ultra-processed foods are bad, while others believe that not all unprocessed meals are good. Dr. Laura Wyness, a nutritionist, expresses disappointment that the M&S "Only" range is contributing to the "hype about health." She believes that omitting enriched nutrients is a backward step for public health.
The Importance of Simplifying Formulas
For food brands that want to create less processed products, Dr. Jibin He advises simplifying formulas and looking at new processing and packaging technologies. This can help reduce the number of ingredients used and make products healthier. Many food products have complex formulas, and manufacturers often do not fully understand the functions of each listed ingredient.
The Role of Marketing
Dr. He also expects an increase in marketing to promote the virtues of less processed food products and justify their higher prices. Premium brands like 3bears are already doing this, with their low-ingredient breakfast flakes costing £3.99 for 250g. The company’s oat cliff with seven ingredients is more expensive than similar products from M&S and Waitrose.
The Confectionery Market
The British confectionery market continues to grow steadily, despite having a high proportion of ultra-processed foods. Brands like Little Moons are confident that they can weather the storm, and are not in a hurry to reduce their ingredient lists. Ross Farquhar, the company’s marketing director, believes that certain ingredients are necessary to keep products stable and safe to eat.
Conclusion
The debate about ultra-processed foods is complex, and there is no easy solution. While some argue that all ultra-processed foods are bad, others believe that not all unprocessed meals are good. As the market continues to evolve, it is likely that we will see more products with fewer ingredients and more emphasis on marketing and justifying higher prices. Ultimately, the key to a healthy diet is balance and moderation, and consumers must make informed choices about the food they eat.
